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ISE Industry ForumCSISG 2020 Q1 Results Announcement

RETAIL & INFO-COMMUNICATIONS

CSISG METHODOLOGY

How Well Did Companies Satisfy Their Customers? The CSISG Score

!3

Customer Satisfaction

CSISG (Scale of 0-100)

1. Overall Satisfaction 2. Ability to Meet Expectations

3. Similarity to Ideal

CSISG Structural Model (For Retail & Infocomm)

!4

Overall Satisfaction Ability to Meet Expectations Similarity to Ideal

Repurchase Intention Price Tolerance

Complaint Behaviour

Perceived Product Quality Perceived Product Customisation Perceived Product Reliability

Perceived Service Quality Perceived Service Customisation Perceived Service Reliability

Perceived Service Quality

Perceived Product Quality

Perceived Overall Quality

(After Recent Experience)

Perceived Value

Customer Satisfaction

Customer Complaints

Customer Loyalty

Customer Expectations

(Predicted Quality Before Recent Experience)

Price / Quality Quality / Price

Predicted Overall Quality Predicted Customisation Predicted Reliability

General CSISG Fieldwork Methodology

!5

(For Info-communication Sector Local Respondents) Singapore citizens and PRs were interviewed at their homes. Homes are selected from a random address listing that matches the housing profile of Singapore resident population.

(For Wireless@SG Sub-sector Tourist Respondents only) Departing tourists were interviewed at Changi Airport.

Typically 50-200 respondents per company would have answered the CSISG questionnaire.

Each respondent answers up to 21 CSISG questions and about 25 industry-specific attribute/touchpoint questions about the company/brand they had recent experiences with. Each respondent evaluates only 1 company/brand.

(For Retail Sector Local Respondents) Singapore citizens and PRs were asked to complete an online survey. Respondents were randomly selected from a nationally representative online panel.

Overview of Score Calculation

!6

Company Score

Sub-Sector Score

National ScoreSector Score

Incidence Study

•Identify companies with highest interactions with locals and tourists.

•Locals surveyed door-to-door. •Tourists surveyed at Changi Airport. •DOS population and STB Visitor Arrival data used to further identify proportion of locals and tourist customers.

Local & Tourist Weights

Company Weights

Revenue / GDP Contribution Weights

•Identify revenue contribution of each sub-sector to its respective sector.

•Identify GDP contribution of each sector to the total GDP of sectors measured in the CSISG.

1 2 3 4

Revenue Share Study / DOS GDP Data

CSISG 2020 Q1 Sub-sectors

!7

Info-Communications Sector Retail Sector*

• Mobile Telecom

• Broadband

• PayTV

• Wireless@SG

• Department Stores

• Supermarkets

• Fashion Apparels

• e-Commerce

* Note: Data collection for Retail sector done online with locals only, as opposed to face-to-face interviews with both locals and tourists in 2019. No change in methodology for Infocomm Sector.

CSISG 2020 Q1 Quick Facts

!8

Sectors Covered Retail Info-Communications

Survey Period Feb to Apr 2020

Total Questionnaires Completed 4,479

Face-to-Face (Locals) 1,804

Tourists at Changi Airport 96

Online (Locals) 2,579

Distinct entities measured 77

Entities with published scores 36

CSISG 2020 Q1 RESULTS

How Well Did Companies Satisfy Their Customers? CSISG 2020 Q1 Results Overview

!10

* Refers to companies/sub-sectors that are statistically significantly above their sub-sector/sector scores

QUALIFIER FOR RESPONDENT (1) Recently interacted with companies/

brands (Past 3 months) (2) Each respondent evaluates

satisfaction with 1 to 2 companies/brands from different sectors

Note: Entities shown in this scorecard have samples of N≥50. For Fashion Apparels, due to the fragmented nature of the sub-sector, entities shown have N≥30.

CSISG 2020 Q1 RESULTS INFO-COMMUNICATIONS SECTOR

Info-Communications Sector CSISG Trends

!12▲▼Statistically significant increase/drop between the 2020 and 2019 scores at 90% confidence ◼No statistically significant change between the 2020 and 2019 scores at 90% confidence

Mobile Telecom Broadband

PayTV

55

65

75

2007 2020

55

65

75

55

65

75

Wireless@SG

◼

◼

◼

Info-Comms Sector

◼

◼

Infocomm: Marginal Decline in Various CSISG Dimensions

!13

Customer Expectations (Predicted Quality

Before Recent Experience)

Perceived Quality


Perceived Value CSISG

Mobile Telecom 75.0 75.6 76.5 71.7(+0.7%) (-1.9%) (-1.4%) (-1.4%)

Broadband 72.2 74.7 75.5 70.1(-0.9%) (-0.5%) (-0.8%) (-0.8%)

PayTV 72.2 74.7 75.2 70.6(-0.4%) (-0.9%) (-0.6%) (+0.5%)

Service Quality

Product Quality


Perceived Quality


Complaints

Customer Loyalty

▲▼Statistically significant year-on-year increase/drop at 90% confidence ◼No statistically significant year-on-year change at 90% confidence

Decline in Service Quality for Mobile Telecom

!14



Perceived Quality

Mobile Telecom 75.6 75.6 ▼ 75.6(-0.7%) (-3.2%) (-1.9%)

Broadband 75.1 74.3 74.7(+0.9%) (-2.0%) (-0.5%)

PayTV 74.8 74.7 74.7(0.0%) (-1.8%) (-0.9%)

Service Quality

Product Quality

Perceived Quality

▲▼Statistically significant year-on-year increase/drop at 90% confidence ◼No statistically significant year-on-year change at 90% confidence

ASSESSING THE IMPACT OF COVID-19 ON THE DATA

Telecommuting Started Early February 2020 Due To Coronavirus

!16

Source: https://www.channelnewsasia.com/news/singapore/coronavirus-work-from-home-blow-to-businesses-cbd-singapore-12427002

Source: https://www.straitstimes.com/singapore/coronavirus-business-continuity-plans-kick-in-for-companies-following-code-orange-alert

https://www.channelnewsasia.com/news/singapore/coronavirus-work-from-home-blow-to-businesses-cbd-singapore-12427002https://www.channelnewsasia.com/news/singapore/coronavirus-work-from-home-blow-to-businesses-cbd-singapore-12427002https://www.straitstimes.com/singapore/coronavirus-business-continuity-plans-kick-in-for-companies-following-code-orange-alerthttps://www.straitstimes.com/singapore/coronavirus-business-continuity-plans-kick-in-for-companies-following-code-orange-alert

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2019 CSISG Score: 70.6

2019 Perceived Service Quality Score: 75.8

62

66

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73

76

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Info-Communications Sub-Sector Scores (Bi-Weekly Trend)

!17

Mobile Telecom Broadband PayTV

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CSISG Perceived Service Quality




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73

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Mobile & PayTV: Perceived Service Quality Lower than 2019 Across the Period (Bi-Weekly Trend)

!18


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62

66

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73

76

80

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Broadband: Declining Trend in Perceived Service Quality Pre-Circuit Breaker (Bi-Weekly Trend)

!19


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PERFORMANCE

Decline in Singtel Mobile’s CSISG Scores (Mobile Telecom)

!21

Singtel Mobile 75.2

StarHub Mobile 71.9

M1 Mobile 69.7

71.5 Singtel Mobile

72.1 StarHub Mobile

71.6 M1 Mobile

CSISG

2019

CSISG

2020

2007

72.7

55

65

75

2007 2020

Info-Communications Sector

Mobile Telecom 71.7

Marginal Movements Across Companies (Broadband)

!22

Singtel Broadband 70.2

StarHub Broadband 70.9 M1 Broadband 70.9 70.9 Singtel Broadband

69.2 StarHub Broadband

70.3 M1 Broadband

CSISG

2019

CSISG

2020

72.7

55

65

75

2007 2020


Broadband70.1

Marginal Movements Across Companies (PayTV)

!23

Singtel PayTV 69.7

StarHub PayTV 70.7 70.2 Singtel PayTV

70.9 StarHub PayTV

CSISG2019

CSISG2020

72.7

55

65

75

2007 2020


PayTV70.6

Mobile Telecom Attributes - YOY Movements

!24

Network reliability of local mobile data

Mobile data speed

Network coverage

Range of subscription plans to meet your needs

Network reliability of local voice calls

Provides prompt service

Products and services are clear and easy to understand

Provides efficient service

Good reputation

Loyalty & rewards program

Proactively helps you when needed

Makes the effort to understand your needs

Makes you feel assured that your needs will be taken care of

Innovative and forward-looking

Has your best interest at heart

Attribute Rating (Scale of 1 to 10)

7.0 7.6 8.2

2020 Avg Rating

Descending Order Of

Attributes Ratings

▲▼Statistically significant increase/drop between the 2020 and 2019 scores at

90% confidence

▼▼

▼

Product- Related Attributes

Service- Related Attributes

MVNOs: Propositions Targeted At Data, Pain Points & Value-Added Services

!25

redONE Roaming

Zero1 Unlimited

Data

Circles.Life Customer

Experience

Source: Respective telcos’ websites

Grid Mobile Rebates & Cashback

Vivifi Data

Sharing

Broadband Attributes - YOY Movements

!26

Range of subscription plans to meet your needs

Network reliability

Internet data speed





Good reputation







7.0 7.6 8.2

2020 Avg Rating

Descending Order Of

Attributes Ratings

▼

▼

▼

▼


Service- Related Attributes


90% confidence

PayTV Attributes - YOY Movements

!27

Transmission quality

Variety of channels that interest you




Range of channel packages to meet your needs




Good reputation





7.0 7.6 8.2

2020 Avg Rating

Descending Order Of

Attributes Ratings

▼

▼

▼

▼

▼ Service- Related Attributes


90% confidence








Top 3 Drivers of Quality Are Service-Related Attributes (Infocomm: Top 3 Attributes With Impact On Quality)

!28




Avg Rating of Subsector's AttributesMobile Telecom

Broadband

PayTV

Increasing Impact

Increasing Impact

Increasing Impact

▼

▼

▼

▼

▼

Service

Service

Service

Service

Service

Service

Service

Service

Service







Selected Negative Comments Regarding Service (Infocomm: Top 3 Attributes With Impact On Quality)

!29




Avg Rating of Subsector's AttributesMobile Telecom

Broadband

PayTV

Increasing Impact

Increasing Impact

Increasing Impact

▼

▼

▼

▼

▼

Service

Service

Service

Service

Service

Service

Service

Service

“Found a hidden charge on my bill and staff was unable or not interested to help me settle when I called in for assistance”

“Staff was not responsive and lack of knowledge at the counter, waiting time to get attended was very long too..”

“Technical support was not clear when explaining to me on the line, have problem understanding and they mentioned that there is charge if I ask them to visit my house to solve the issue for me

which I think is very unfair to me…"

“Feel that they don’t value us customers, need to wait very long to get connected to the phone operator who was rude and

impatient…”

“Feel that they are not improving their services in terms of channels and shows. They need to have more channels and

shows to stay competitive as the price is getting more expensive yet services are not improving

“Waited for very long to get connected to the phone staff.”

“There are more frequent breakdowns and they take quite long to resolve the matter. Staff on the phone need to be more patient

when assisting as I called in to enquire on their faults"Service

CUSTOMER LOYALTY

Infocomm Landscape: “Price/Data Wars” Continues (Timeline of New Infocomm Product & Service Launches)

Singtel SIM Only Plan 10+10GB

StarHub Streamlined from 10 mobile plans to 3

Confirmed move from cable to fibre networks M1

Boosted network speed to 1Gbps Made digital eSIM available on iPhone

TPG Launched free service trial

31

Singtel Launch of GOMO

Cut add-on price for unlimited data to $29.90/month

Launched 3 new XO postpaid plans Expanded entertainment line-up with HBO GO

StarHub Launched 50GB worry-free data add-on for

$20/month M1

Launched 25GB add-on for $5/month Circles.Life

Launched unlimited data add-on for $20/month

Singtel Launch of Combo XO Plan Launched mobile leasing

plans Circles.Life

Launched $0 Flexi Plan offering 1GB Data with no

strings attached

Circles.Life Launched $3 Unlimited Data

on Demand and Unlimited WhatsApp Roaming

Zero1 Entry to market

Singtel Obtained rights to carry full

Discovery channel suite

StarHub Launched Giga!

M1 Simplified mobile offering

with one base plan Grid Mobile & redOne Launched in Singapore

StarHub Launched brand-new

OTT pack Go Max ViViFi

Launched in Singapore

2017 Q1 2017 Q2 2017 Q3 2017 Q4 2018 Q1 2018 Q2 2018 Q3 2018 Q4 2019 Q1 2019 Q2 2019 Q3 2019 Q4 2020 Q1

Shut down of 2G network Singtel

Launched new LVL UP plan for youths

StarHub Confirmed loss of

Discovery channels M1

Launched new prepaid roaming plans

M1 Launched new mySIMe plans

Circles.Life Introduced Circles Switch for

customers to try out their services for a limited time

Zero Mobile Entry to market

Singtel Launched 450Mbps mobile data speed for all 4G users

M1 Launched M1 Mobile Sports

Launched ASEAN & Asia Data Passports

Launched 3 new 4G mobile broadband plans

Singtel Upgraded Combo 3, 6 & 12 with

unlimited talk time and SMS Launched DATA X INFINITY at

$39.90/month Launched 800Mbps mobile data speeds at selected high traffic

outdoor spots M1

Launched unlimited data 4G mobile plan (mySIM3 98)

StarHub Launched SmartSupport

Lite, a mobile phone after-sales care service for no-

contract SIM Only customers

StarHub Launched HomeHub Plus Bundle featuring all-in-one

broadband, TV entertainment and Netflix subscription

Decline in Components of Customer Loyalty (Infocomm: Components of Customer Loyalty)

!32

Rat

ings

(1

to

10

sca

le)

6.4

6.8

7.2

7.6

8.0

8.4

2016 2017 2018 2019 2020

Repurchase IntentionPrice Tolerance


2016 2017 2018 2019 2020

% I

ncre

ase

In P

rice

0

3

6

9

12

15

2016 2017 2018 2019 2020

BROADBAND CHURN

Broadband Sub-sector - Intent to Switch (3-Year Trend)

!34

Broadband

7.8%

6.3%7.0%

2018 2019 2020

Yes No

n=600

Will you consider switching to another service provider once your current contract is up?

Broadband Sub-sector - Intent to Switch

!35

Yes No92.2%

Internet speed and network reliability related reasons

Price related reasons

Subscription plan related reasons

Loyalty & rewards program related reasons

Product or hardware (such as modems and router) related reasons

Customer service related reasons4.7%

6.8%

16.5%

21.3%

15.5%

35.1%

0.0%

1.8%

2.6%

13.6%

19.4%

62.6%

20202019

Main Reason To Consider Switching

n=600

7.8%


▲▼denotes statistically significant year-on-year increase/decrease at 90% confidence.

▲

▼

2019: 93.7%2019: 6.3%

Broadband Sub-sector - Intent to Switch

!36

Yes No92.2%

n=600

7.8%


Internet always gets disconnected so unreliable. Improvement on the reliability of the network

need to be in placed quickly

Speed of the internet is not as fast and stable as other service providers, price is more expensive too. If they want to have more expensive service,

they should make sure their service is up to standard

There are more frequent breakdowns and they take quite long to resolve the matter. Staff on the phone need to be more patient when assisting as

I called in to enquire on their faults

Always gets disconnected when I use the internet especially during peak hour when I needed

internet for work. Need to make sure that the network don’t get disconnected and stay stable

during peak hours

I always have service disruption during night time and it's so annoying cause I have this issue for many times already. They need to constantly check on the service for everyone to make sure

we don’t face any disruption since we are paying not a small sum for the service every month

2019: 93.7%2019: 6.3%

Internet speed and network reliability related reasons

Price related reasons

Subscription plan related reasons

Loyalty & rewards program related reasons

Product or hardware (such as modems and router) related reasons

Customer service related reasons4.7%

6.8%

16.5%

21.3%

15.5%

35.1%

0.0%

1.8%

2.6%

13.6%

19.4%

62.6%

20202019

Main Reason To Consider Switching

▲▼denotes statistically significant year-on-year increase/decrease at 90% confidence.

▲

▼

PAYTV VS OTT

!38

No Yes

To PayTV Respondents Only Are you currently paying for Video-On-

Demand services such as Netflix, Amazon Prime Video?

PayTV - Paying For Video-On-Demand Services

n=400

2019 2020

40.7%

11.5%

↑↓ denotes statistically significant year-on-year increase/decrease at 90% confidence.

59.3%

Loyalty to PayTV Provider Lower If Customers Have OTT Subscription (PayTV: Paying For Video-On-Demand Services)

!39

No Yes

n=400To PayTV Respondents Only Are you currently paying for Video-On-


*denotes statistically significant year-on-year increase/decrease at 90% confidence.

40.7%2019: 11.5%

59.3%2019: 88.5%

Score/Rating %∆ Score/Rating %∆

Score (0 to 100)

Customer Loyalty 72.4 0.0% 70.9 -8.8% *

Rating (1 to 10)

Overall Satisfaction with PayTV Provider 7.87 +3.3% * 7.62 -3.6%

How well expectations were met with PayTV Provider 7.16 +2.2% 7.11 -5.1%

How close to ideal PayTV Provider 7.26 +2.1% 7.12 -6.7%

Likelihood to pay for Video-On-Demand services in next

3 months3.15 -5.6% -


Score (0 to 100)


Rating (1 to 10)





3 months3.15 -5.6% -

Satisfaction Metrics for OTT Subscribers Marginally Lower (PayTV: Paying For Video-On-Demand Services)

!40

No Yes




40.7%2019: 11.5%

59.3%2019: 88.5%

Satisfaction Ratings for PayTV Provider & OTT Service (PayTV: Paying For Video-On-Demand Services)

!41

No Yes



n=400

40.7%2019: 11.5%

59.3%2019: 88.5%

7.00

7.65

8.30

Overall Satisfaction With PayTV Provider

Overall Satisfaction With PayTV Provider

Overall Satisfaction With OTT Service

7.83

7.62

7.87




Good reputation



Range of channel packages to meet your needs

Variety of channels that interest you

Transmission quality





6.6 7.5 8.4

OTT Non-Subscriber

6.6 7.5 8.4

OTT Subscriber

OTT Subscribers Rate Experience with Their PayTV Provider Poorer (PayTV Attributes: OTT Subscriber vs Non-Subscriber)

!42

Increasing Positive Impact

on PayTV’s Quality Score

Limited Impact on PayTV’s

Quality Score

Highlighted attributes denote

statistically significant

differences in ratings between video-on-

demand subscribers vs non-subscribers

▼

▼

▼

▼

▼

▼

▼

▼

▲▼denotes statistically significant year-on-year

increase/decrease at 90% confidence.

Non-OTT Subscribers Unlikely to Subscribe to OTT (PayTV: Paying For Video-On-Demand Services)

!43

No Yes




40.7%2019: 11.5%

59.3%2019: 88.5%


Score (0 to 100)


Rating (1 to 10)





3 months3.15 -5.6% -

Non-OTT Subscribers Tend to Be Older & With More Not Working (PayTV Attributes: OTT Subscriber vs Non-Subscriber)

!44

No Yesn=400



Age Group

18 to 29 Years 14.8% 13.5%

30 to 49 Years 50.2% 68.6%

50 Years & Above 35.1% 17.9%

Work StatusWorking 85.5% 93.9%

Not Working 14.5% 6.1%

40.7%2019: 11.5%

59.3%2019: 88.5%

GREEN/RED indicates that the proportion is HIGHER/LOWER than the other segment with

statistical significance.

BUNDLING

Decline in Holding of Multiple Product Types for Broadband & PayTV (Infocomm: Components of Customer Loyalty)

!46

Rat

ings

(1

to

10

sca

le)

6.4

6.8

7.2

7.6

8.0

8.4

2016 2017 2018 2019 2020

Repurchase IntentionPrice Tolerance


2016 2017 2018 2019 2020

% In

crea

se In

Pric

e

0

3

6

9

12

15

2016 2017 2018 2019 2020

Average Product Holding 1.81 1.73 1.72 1.80 2.30 2.19 2.36 1.63 2.75 2.52 2.93 2.42

Note: Product Holding question was only added in 2017.

Product Bundling Generally Positively Related To Repurchase Intention (Infocomm: Others Services Subscribed With Provider & Repurchase Intention)

!47

Rep

urch

ase

Inte

ntio

n (1

to

10

sca

le)

7.0

7.3

7.7

8.0

One Service Only One Additional Service

Two Additional Services

Three Or More Additional Services

Repurchase Intention

Note: Data is unweighted

Which of the other services are you subscribed to?

% B

road

band

Re

spon

dent

s

Broadband Only Mobile & Broadband Broadband & PayTV Mobile, Broadband & PayTV

4.1%7.8%

34.1%

47.5%

32.3%

2.1%

39.4%

25.0%

20192020

Year-on-Year Change in Product Bundling

!48▲▼Statistically significant year-on-year increase/drop at 90% confidence

% P

ayTV

Re

spon

dent

s

PayTV Only Mobile & PayTV Broadband & PayTV Mobile, Broadband & PayTV

36.0%

60.0%

0.0%3.0%

68.9%

8.8%10.3%11.4%

% B

road

band

Re

spon

dent

s

Broadband Only Mobile & Broadband Broadband & PayTV Mobile, Broadband & PayTV

4.1%7.8%

34.1%

47.5%

32.3%

2.1%

39.4%

25.0%

20192020

Unbundling: Decline in Triple Play Customers

!49▲▼Statistically significant year-on-year increase/drop at 90% confidence

% P

ayTV

Re

spon

dent

s

PayTV Only Mobile & PayTV Broadband & PayTV Mobile, Broadband & PayTV

36.0%

60.0%

0.0%3.0%

68.9%

8.8%10.3%11.4%

Focusing On Service Quality Attributes Remain Key For Infocomm (Infocomm Sector: Top 5 Attributes with Impact on Quality & Loyalty)

!50


Quality Loyalty Quality Loyalty Quality Loyalty




Products and services are clear and easy to

understand

Makes the effort to understand your

needs



Makes you feel assured that your

needs will be taken care of



Good reputationProvides prompt

serviceProvides efficient

service





understand








understand


Has your best interest at heart Good reputation



Makes the effort to understand your

needs




Range of channel packages to meet my

needs


Service QualityLegend: Brand Product Loyalty Program

CSISG 2020 Q1 RESULTS RETAIL SECTOR

Change to Online Data Collection Methodology for Retail Sector

!52

(For Info-communication Sector Local Respondents) Singapore citizens and PRs were interviewed at their homes. Homes are selected from a random address listing that matches the housing profile of Singapore resident population.

(For Wireless@SG Sub-sector Tourist Respondents only) Departing tourists were interviewed at Changi Airport.

Typically 50-200 respondents per company would have answered the CSISG questionnaire.

Each respondent answers up to 21 CSISG questions and about 25 industry-specific attribute/touchpoint questions about the company/brand they had recent experiences with. Each respondent evaluates only 1 company/brand.

(For Retail Sector Local Respondents) Singapore citizens and PRs were asked to complete an online survey. Respondents were randomly selected from a nationally representative online panel.

Impact of Change In Survey Methodology (ISE Whitepaper)

!53

Study Focus Sub-sectorSUMMARY OF DIFFERENCES

(Online Self Administered Surveys vs Interviewer Administered Face-to-Face Surveys)

CSISG Dimensions Demographic Profiles

Low Incidence Sub-Sectors

(Pilot 1)

Banks• Differences in all scores • Lower scores in most areas • Higher complaint rates observed

• Differences in 13 out of 15 sub-profiles observed

Credit Card

• Differences in all scores • Lower scores in all areas • Higher complaint rates observed


Life Insurance • Differences in 8 out of 15 sub-profiles observed

Health & Medical Insurance • Differences in 11 out of 15 sub-profiles observed

High Incidence Sub-Sectors

(Pilot 2)

MRT• Differences in 3 out of 6 scores • Higher scores in two areas • Higher complaint rates observed


Public Buses• Differences in 2 out of 6 scores • Higher score in one area • Lower score in one area


For more details download the white paper at https://ise.smu.edu.sg/sites/ise.smu.edu.sg/files/uploads/CSISG%20Fieldwork%20Methodology%20Whitepaper%2015Jun20.pdf

ISE conducted two pilot studies to understand how a change in survey mode, from an interviewer administered face-to-face survey, to an online data collection methodology, might impact CSISG dimensions scores, and the demographic representativeness of respondents.

https://ise.smu.edu.sg/sites/ise.smu.edu.sg/files/uploads/CSISG%20Fieldwork%20Methodology%20Whitepaper%2015Jun20.pdf

Retail Sector Scores

Customer Expectations (Predicted Quality

Before Recent Experience)

Perceived Quality



e-Commerce 70.8 72.3 71.0 72.9

Fashion Apparels 72.8 73.2 70.7 72.1

Department Stores 71.8 72.6 69.0 71.2

Supermarket 69.3 70.2 68.3 69.9

!54

Service Quality

Product Quality


Perceived Quality


Complaints

Customer Loyalty

* Note: No year-on-year change shown due to change in data collection methodology for Retail sector done online with locals only, as opposed to face-to-face interviews with both locals and tourists in 2019.

Retail Sub-Sectors Quality Scores

!55



Perceived Quality

e-Commerce 72.2 72.3 72.3

Fashion Apparels 73.3 73.2 73.2

Department Stores 72.6 72.6 72.6

Supermarket 70.6 69.8 70.2

Service Quality

Product Quality

Perceived Quality

Retail Company Scores

!56

Robinsons

Tangs

Marks & Spencer

OG

BHG

Other Department Stores

50 60 70 80 90

70.4

70.0

70.1

72.3

73.2

77.0

Department Stores Sub-Sector CSISG: 71.2

Market Place/ Jasons

Cold Storage

Sheng Siong

NTUC FairPrice

Prime

Giant

50 60 70 80

65.6

67.9

70.3

70.7

73.0

76.5

Supermarket Sub-Sector CSISG: 69.9

Adidas

Uniqlo

G2000

Giordano

H&M

Cotton On

Other Fashion Apparels

50 60 70 80 90

72.4

66.3

70.3

72.1

74.3

74.6

75.6

Fashion Apparels Sub-Sector CSISG: 72.1

Ebay

Amazon

Zalora

Shopee

Fave

Aliexpress

Qoo10

Taobao/Tmall

Lazada

Carousell

Other e-Commerce

50 60 70 80 90

80.7

69.5

70.0

70.3

70.6

72.6

72.7

75.5

75.7

75.7

77.5

e-Commerce Sub-Sector CSISG: 72.9

Notes: (1) No year-on-year change shown due to change in data collection methodology for Retail sector done online with locals only, as opposed to face-to-face interviews with both locals and tourists in 2019. (2) Entities shown above have samples of N≥50. For Fashion Apparels, due to the fragmented nature of the sub-sector, entities shown have N≥30.

IMPACT OF COVID-19

e-Commerce & Fashion Apparel Scores Appear to Be Indicatively Higher During Circuit Breaker

!58

e-Commerce Fashion Apparels

62

66

69

73

76

80

Week

1 to

2

28 Ja

n to

11 Feb

Week

3 to

4

12 Feb

to 2

5 Fe

b

Week

5 to

6

26 Feb

to 1

0 Ma

r

*Wee

k 7 to

8

11 M

ar to

22 M

ar

*14

May t

o 18

May

Week

1 to

2

28 Ja

n to

11 Feb

Week

3 to

4

12 Feb

to 2

5 Fe

b

Week

5 to

6

26 Feb

to 1

0 Ma

r

*Wee

k 7 to

8

11 M

ar to

22 M

ar

*14

May t

o 18

May

CSISGCustomer Loyalty

Start of Circuit Breaker

Start of Circuit Breaker

*Note: Sample sizes for Week 7 to 8, and the Week of 14 May to 18 May, are smaller as compared to the previous weeks. Hence score movements are only indicative.

Respondents mostly omni-

channel customers

CUSTOMER JOURNEY

Retail Sector: Customer Journey

!60

FinishStartPre-Experience In-store Experience Products

Payment Process/ Post-Experience

!61

FinishStart

Pre-Experience In-store Experience ProductsPayment Process/ Post-Experience

• Social distancing within stores

• Fitting rooms to be disinfected after each use

• Products tried on by customers should be sanitised where possible

• No samples that require physical contact

• Individually packed samples upon request or purchase are permitted

• Social distancing for entry to stores

• No mall events

• Contactless payments

• Contactless pickup of items at store

• Flexible exchange policies encouraged

Sources: (1) https://www.channelnewsasia.com/news/singapore/covid-19-phase-2-dining-retail-shopping-safety-guidelines-12841096 (2) https://www.channelnewsasia.com/news/singapore/covid-19-singapore-retail-shops-gear-up-to-reopen-once-they-get-12780584 (3) ISE Photos

https://www.channelnewsasia.com/news/singapore/covid-19-phase-2-dining-retail-shopping-safety-guidelines-12841096https://www.channelnewsasia.com/news/singapore/covid-19-singapore-retail-shops-gear-up-to-reopen-once-they-get-12780584

Retail Sub-sectors Attribute Ratings: Pre-Experience

!62

FinishStart

Department Stores

Pre-Experience In-store Experience Products

Information on products and promotions in adverts

Attractiveness of promotions and discounts

Brand image complements your lifestyle

Competitiveness of the prices

6.0 7.0 8.0

2020 Avg Rating

Supermarkets

Ease of getting to the stores




6.0 7.0 8.0

2020 Avg Rating

Information on promotions are clear

Offers attractive promotions


6.0 7.0 8.0

2020 Avg Rating

Fashion Apparels


Information on products and promotions in adverts




Ease of getting to the stores




Information on promotions are clear

Offers attractive promotions

denotes attributes with significant positive impact to loyalty score

Retail Sub-sectors Attribute Ratings: In-store Experience

!63

Department Stores

Product display at department store

Organisation and orderliness of products in storeEase of getting to what you need in the store

Ambience at department store

Helpfulness of staff

Product knowledge of staff

Instore information on products and promotions

Availability of staff when needed

6.0 7.0 8.0

2020 Avg Rating

Cleanliness of store

Organisation and orderliness of products in store

Ease of getting to what you need in store


Ambience at the supermarket




Ability to accommodate to your special requests

6.0 7.0 8.0

2020 Avg RatingI can try on the products comfortably

Lighting is appropriateStaff gives me comfortable

space to shop aroundProducts are displayed in a visually appealing manner

Design of the store is attractiveIt is easy to find what

you are looking for in the storeStaff provides prompt

and quick serviceStaff knows the products well

Staff is approachable and personable

The store has a pleasant ambience

Staff is proactive in offering help


6.0 7.0 8.0

2020 Avg Rating





Ease of getting to what you need in the store

Ambience at department store







Ease of getting to what you need in store


Ambience at the supermarket




Ability to accommodate to your special requests

I can try on the products comfortably

Lighting is appropriate

Staff gives me comfortable space to shop around

Products are displayed in a visually appealing manner

Design of the store is attractive

It is easy to find what you are looking for in the store

Staff provides prompt and quick service

Staff knows the products well

Staff is approachable and personable

The store has a pleasant ambience


SupermarketsFashion Apparels


Retail Sub-sectors Attribute Ratings: Products

!64

Availability of products

Variety of products that meet your needs

Variety of brands that interest you

6.0 7.0 8.0

2020 Avg Rating



Freshness of produce



6.0 7.0 8.0

2020 Avg Rating

Has high quality products

The variety of products interest me

Has unique products

6.0 7.0 8.0

2020 Avg Rating








Freshness of produce


Has high quality products

The variety of products interest me

Has unique products

Department Stores SupermarketsFashion Apparels


Retail Sub-sectors Attribute Ratings: Payment Process / Post-Experience

!65

Department Stores

Payment Process

Return and exchange policies

6.0 7.0 8.0

2020 Avg Rating

Payment process



6.0 7.0 8.0

2020 Avg Rating

Payment process


6.0 7.0 8.0

2020 Avg Rating

FinishStartPre-Experience In-store Experience

Payment Process/ Post-ExperienceProducts

Payment Process


Payment process


Payment process


SupermarketsFashion Apparels


Department Stores SupermarketFashion Apparels

Retail: Top 3 And Bottom 3 Rated Attributes

!66

Payment process

I can try on the products comfortably

Lighting is appropriate

** Has unique products


** Offers attractive promotions

** Payment Process


Organisation and orderliness of

products in store

** Attractiveness of promotions

and discounts** Brand image complements your lifestyle

** Competitiveness of the prices

** Ease of getting to the stores

Payment process




Ability to accommodate to

your special requests

↑ Top 3 Attributes ↑

↓ Bottom 3 Attributes ↓

** denotes attributes with

significant positive impact to loyalty

score

How will COVID-19

Impact these attributes?

Source: https://www.channelnewsasia.com/news/singapore/covid-19-phase-2-dining-retail-shopping-safety-guidelines-12841096

LEVERAGING ON TECHNOLOGY

Supermarket: Most Frequent Method of Checkout

!68

% S

uper

mar

ket

Res

pond

ents

0%

50%

100%

Counter Staff/ Cashier Self-checkout

34.4%

65.6%

Supermarket: Most Frequent Method of Checkout

!69

% S

uper

mar

ket

Res

pond

ents

0%

50%

100%

Counter Staff/ Cashier Self-checkout

34.4%

65.6%

Score (0 to 100)

CSISG Score 69.0 71.4

Loyalty Score 67.8 73.4

Rating (1 to 10) Payment Process 7.11 7.49

Respondents who frequently use self-

checkout have higher loyalty scores and

satisfaction rating for payment process.

GREEN/RED score indicates one segment performed BETTER/WORSE than the other segment with statistical significance

Supermarket: Checkout Method Preference & Usage

!70

% S

uper

mar

ket

Res

pond

ents

0%

50%

100%

Preferred & Frequently Used Counter Staff/ Cashier

Preferred & Frequently Used Self-Checkout

Preferred A Different Checkout Method Than What They Frequently Used

15.5%

30.4%

54.1%

Score (0 to 100)

CSISG Score 69.2 71.9 67.8

Loyalty Score 68.1 74.0 66.7

Rating (1 to 10) Payment Process 7.18 7.60 6.76

GREEN/RED score indicates one segment performed BETTER/WORSE than those who preferred & frequently used self-checkout with statistical significance

Supermarkets: Users of Preferred Checkout Method Score Better

!71

% S

uper

mar

ket

Res

pond

ents

0%

50%

100%

Preferred & Frequently Used Counter Staff/ Cashier

Preferred & Frequently Used Self-Checkout

Preferred A Different Checkout Method Than What They Frequently Used

15.5%

30.4%

54.1%

Score (0 to 100)

CSISG Score 69.2 71.9 67.8

Loyalty Score 68.1 74.0 66.7

Rating (1 to 10) Payment Process 7.18 7.60 6.76

GREEN/RED score indicates one segment performed BETTER/WORSE than those who preferred & frequently used self-checkout with statistical significance

Checkout-free Retail by Amazon (US)

!72

!73

WEBROOMING

Department Stores / Supermarkets / Fashion Apparels: For your recent purchase at Brand X, did you search online for product information BEFORE making the purchase?

SHOWROOMING

e-Commerce: For your recent purchase at Brand Y, did you find out more about the product(s) at a physical store BEFORE making the purchase?

Brick & Mortar Webrooming

!74

% R

espo

nden

ts

0%

50%

100%

Yes, for all the items

Yes, for selected items

No, I did not

57.3%

25.9%16.8%

Note: Brick & Mortar data is unweighted

Searched product information online before recent purchase

Brick & Mortar Retailers (Department Stores, Fashion Apparel, Supermarkets)



No, I did not

41.7%35.5%22.8%

!75

% R

espo

nden

ts

0%

50%

100%



No, I did not

57.3%

25.9%16.8%

Score (0 to 100)

CSISG Score 78.7 73.5 68.3 76.1 73.2 71.4

Loyalty Score 77.5 72.7 65.7 75.5 72.3 69.2

GREEN/RED score or rating indicates segment performed BETTER/WORSE than those who did not search for information with statistical significance.Note: Brick & Mortar data is unweighted

Webrooming Customers More Satisfied & Loyal to Brick & Mortar Retailer (Webrooming Behavior for Brick & Mortar Sub-Sectors)



e-Commerce

Searched product information physical store before recent purchase

!76

% R

espo

nden

ts

0%

50%

100%



No, I did not

58.0%

25.0%16.9%

Department Store

Webrooming Customers Spend More & More Likely to Return (Webrooming Behaviour for Brick & Mortar Sub-Sectors)



No, I did not

51.1%

28.5%20.4%

Fashion Apparels



No, I did not

70.0%

22.1%

7.9%

Supermarkets

Repurchase Intention

(Rating 1 to 10)8.24 7.52 7.20 8.35 7.83 7.14 8.31 7.83 7.58

Average Spend $300 $181 $81 $302 $177 $69 $158 $68 $37

GREEN/RED score or rating indicates segment performed BETTER/WORSE than those who did not search for information with statistical significance.


!77

% R

espo

nden

ts

0%

50%

100%



No, I did not

58.0%

25.0%16.9%

Age Group

18 to 29 Years 25.6% 25.9% 16.9% 29.4% 24.2% 28.5% 19.6% 20.5% 22.8%

30 to 49 Years 65.7% 58.7% 47.6% 66.5% 67.0% 44.9% 59.4% 51.8% 37.1%

50 Years & Above 8.7% 15.4% 35.5% 4.1% 8.8% 26.7% 21.0% 27.6% 40.1%

Gender

Male 57.6% 54.7% 38.3% 65.8% 52.3% 35.9% 41.2% 55.3% 45.2%

Female 42.4% 45.3% 61.7% 34.2% 47.7% 64.1% 58.8% 44.7% 54.8%

Department Store

Webrooming Customers Tend to Be Younger & Male (Profile of Webrooming Behaviour By Retail Sub-Sectors)



No, I did not

51.1%

28.5%20.4%

Fashion Apparels



No, I did not

70.0%

22.1%7.9%

SupermarketsSearched product information online before recent purchase



No, I did not

42.2%35.8%

22.0%

!78

% R

espo

nden

ts

0%

50%

100%



No, I did not

57.3%

25.9%16.8%

Score (0 to 100)

CSISG Score 78.7 73.5 68.3 76.1 73.2 71.4

Loyalty Score 77.5 72.7 65.7 75.5 72.3 69.2

e-Commerce



Webrooming vs Showrooming



Searched product information at physical store before recent purchase



No, I did not

42.2%35.8%

22.0%

!79

% R

espo

nden

ts

0%

50%

100%



No, I did not

57.3%

25.9%16.8%

Score (0 to 100)

CSISG Score 78.7 73.5 68.3 76.1 73.2 71.4

Loyalty Score 77.5 72.7 65.7 75.5 72.3 69.2

e-Commerce



Showrooming Customer Also Tend to Score Better (Webrooming vs Showrooming)



Searched product information physical store before recent purchase

Retail Transformation: Moving Further Into Digital

!80

Sources: (1) https://ishopchangi.com/en/home (2) https://www.straitstimes.com/business/companies-markets/capitaland-to-

launch-online-shopping-and-food-ordering-platforms-on-june (3) https://www.sephora.sg/beauty-services/virtual-beauty-consultation (4) https://www.scmp.com/business/article/3081454/live-streaming-sales-

prove-lifeline-chinas-small-retailers-coronavirus (5) https://www.capgemini.com/2020/04/preparing-for-tomorrow-touchless-

retail-chinas-new-way-to-shop/#

CapitaLand Malls Online Platform

for Tenants

iShopChangi Online Platform

for Tenants

Sephora Virtual Consultation

Live-Streaming Virtual Sales

https://ishopchangi.com/en/homehttps://www.straitstimes.com/business/companies-markets/capitaland-to-launch-online-shopping-and-food-ordering-platforms-on-junehttps://www.straitstimes.com/business/companies-markets/capitaland-to-launch-online-shopping-and-food-ordering-platforms-on-junehttps://www.sephora.sg/beauty-services/virtual-beauty-consultationhttps://www.scmp.com/business/article/3081454/live-streaming-sales-prove-lifeline-chinas-small-retailers-coronavirushttps://www.scmp.com/business/article/3081454/live-streaming-sales-prove-lifeline-chinas-small-retailers-coronavirus

Retail Sector: Top 5 Drivers of Loyalty

!81

Department Stores Fashion Apparels Supermarkets e-Commerce

Information about the products and promotions in

advertisements


Return and exchange policiesVariety of products that meet

your needs


Has high quality products Ease of getting to the stores Return and exchange policies


Variety of products that interest you


Attractiveness of promotions and discounts offered

Competitiveness of the prices Has unique products Organisation and orderliness of products in store

Security of website

Ambience at department store Offers attractive promotions Helpfulness of staff Ease of finding the products you need


Pre-ExperienceLegend: Post-ExperienceProductIn-Store

Take Note of e-Commerce Key Drivers of Loyalty When Going Online (Retail Sector: Top 5 Drivers of Loyalty)

!82

Department Stores Fashion Apparels Supermarkets e-Commerce

Information about the products and promotions in

advertisements


Return and exchange policiesVariety of products that meet

your needs


Has high quality products Ease of getting to the stores Return and exchange policies


Variety of products that interest you


Attractiveness of promotions and discounts offered

Competitiveness of the prices Has unique products Organisation and orderliness of products in store

Security of website

Ambience at department store Offers attractive promotions Helpfulness of staffEase of finding the products

you need


Pre-ExperienceLegend: Post-ExperienceProductIn-Store

Key Takeaways

!83

Infocomm Sector •Marginal decline in satisfaction and decline in service-related metrics. •Challenges: Customers appear more price sensitive, Broadband and PayTV customers unbundling their services. OTT subscribers rate their PayTV providers poorer. •Moving forward: Apart from improving product offerings, focus on service quality.

Retail Sector • Insights: Webrooming and Showrooming customers are more satisfied, loyal and spend more. Self-checkout customers also more satisfied and loyal. •Moving forward: Leverage on technologies such as self-checkout and omni-channel platforms to redesign customer experience in a post-COVID world.

ISE Industry ForumCSISG 2020 Q1 Results Announcement

RETAIL AND INFO-COMMUNICATIONS RESULTS

ise industry forum · mobile & paytv: perceived service quality lower than 2019 across the period...

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